Hollister, a division of Abercrombie & Fitch Co., has launched its 2015 antibullying campaign called “All Equal.” Teaming up with indie-pop siblings Echosmith, known for their hit song “Cool Kids,” the program aims to increase antibullying awareness. Now in its third year, the campaign expects to reach more than one million middle and high school students around the world this year. Since the campaign launched in 2013, the company has donated more than $400,000 to supporting causes, reached 750,000-plus students and awarded scholarships to 20 deserving students.
“Many of our customers are affected by the profound and lasting impact that bullying can have,” said Fran Horowitz, brand president of Hollister. “Our goal in bringing the All Equal campaign to schools is not only to raise awareness, but to provide students with the tools and resources they need to stand up against bullying.”
The campaign has an educational video and peer-to-peer curriculum developed by antibullying expert and clinical psychologist Joel Haber, which will be distributed to more than 20,000 schools in the U.S.
“Most people struggle to fit in and feel like outsiders at some point in their lives, which is why we joined this campaign and what inspired our song ‘Cool Kids,’” said Sydney Sierota, lead singer of Echosmith. “To us, antibullying is about self-acceptance and love for others, and we hope that through this campaign and our music, people find inspiration in these messages.”
Hollister has also designed a line of graphic T-shirts that feature inspirational messaging to help raise awareness around antibullying. Starting Friday, the T-shirts will be sold in all Hollister locations in the U.S. and online at hollisterco.com. The T-shirts retail for $17.95. Echosmith appears in the in-store marketing for the T-shirts.
In addition, the company will launch a round-up program in all U.S. Hollister stores, where customers can round up their purchase to the nearest dollar. The first $100,000 of proceeds from the graphic T-shirt line and round-up program will be donated to No Bully, a nonprofit organization that leverages student empathy to stop bullying and cyberbullying. All additional proceeds will be donated to other charitable organizations that support the health and wellness of kids and teens.
Another component of the initiative is a college scholarship program that honors outstanding students globally who have persevered academically while experiencing bullying, as well as those who have led the fight against bullying in their high schools and communities. Through a partnership with the National Society of High School Scholars Foundation, Hollister will award 10 renewable scholarships in the amount of $2,500 to students starting college in the 2016 school year.